South African Tourism (SAT) Appoints New CEO And Board

South African Tourism (SAT)
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In a transformative move, Nombulelo Guliwe, formerly the finance chief at South African Tourism (SAT), has officially stepped into the role of CEO. Having served as acting CEO since September, Guliwe, a chartered accountant with an impressive 13-year tenure at SAT, recognizes for her adept financial acumen.

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Under her leadership, a sense of stability is anticipated at SAT, which has faced a tumultuous period marked by interim executives and a temporary board over the past year. Guliwe’s tough taskmaster reputation has garnered support, particularly from the Southern African Tourism Services Association (Satsa), indicating optimism for the future of the national destination marketing agency.

South African Tourism (SAT) New Board, New Vision

Accompanying Guliwe’s appointment is the unveiling of a new board, signaling a fresh chapter for South African Tourism (SAT). Makhosazana Khanyile assumes the pivotal role of chair, supported by Advocate Lizelle Dominique Jordaan as deputy chair. The diverse board includes industry experts such as Dr Gregory Davids, Ikaneng (Oupa) Ephraim Pilane, and Maija de Rijk-Uys, among others.

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Satsa CEO David Frost lauds the composition of the new board, particularly highlighting the inclusion of Oupa Pilane, also the chairperson of Satsa, and Maija de Rijk-Uys, managing director of Go2Africa. Their wealth of experience is showing as integral for forging strong ties between the private sector and SAT, ultimately elevating South Africa’s global tourism profile.

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Industry Voices and ExpectationsFrost emphasizes the critical need for SAT’s turnaround, stressing the organization’s prolonged period without a permanent board following the Tottenham Hotspur sponsorship debacle. The Tourism Business Council of SA (TBCSA) echoes these sentiments, expressing optimism that the new board, under Makhosazana Khanyile’s leadership, will continue efforts to stabilize and enhance SAT’s operational imperatives.

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As South Africa aims to increase arrivals to 21 million by 2030, the TBCSA sees a functional destination marketing body like SAT as crucial. Both Frost and the TBCSA anticipate increased collaboration between SAT and the industry under Guliwe’s leadership, fostering a positive trajectory for South Africa’s tourism sector.

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